SWAROVSKI GEMS™ brings inspiration and pure brilliance cut for Zirconia to Sri Lanka

SWAROVSKI GEMS™ is proud to introduce the latest proof of their ongoing quest for innovation, in the science of precision cutting and excellence in the form of the Pure Brilliance Cut for Zirconia.

For the first time in history, Swarovski has applied ideal diamond cut standards to Zirconia, creating an entirely new dimension of excellence for this exciting stone.

The new Pure Brilliance Zirconia Cut is the first ever to adhere to the Gemological Institute of America’s comprehensive set of standards for grading diamond cut quality. The GIA is the world‘s foremost authority on diamond grading. Test methods carried out, including sophisticated computer modeling, reveal that the level of brilliance in the SWAROVSKI ZIRCONIA Pure Brilliance Cut equals that of the highest quality diamond. This latest addition to the inspired collection of created stones places them in a class of their own.

To ensure absolute proof of quality, every Pure Brilliance Zirconia features a microscopic “SWAROVSKI ZIRCONIA” laser engraving that is invisible to the naked eye and does not affect the brilliance of the stone in any way. This special sign of authenticity and quality is the consumer’s guarantee that these stones are of the highest precision and brilliance and match top cutting standards of the diamond industry. The laser engraving serves as an assurance that the Pure Brilliance Cut is the finest and most diamond-like Zirconia available on the market. It is exclusively cut by Swarovski in Austria and satisfies the world’s most demanding social and environmental standards.

The star effect observed in a round Pure Brilliance Zirconia, when viewed through the Starscope, reveals a distinct eight-point star pattern, the unmistakable sign of the perfect geometrical proportions – the mark of a truly ideal cut.

Extensive market research was carried out for the new Pure Brilliance concept in major consumer markets for Zirconia jewelry – the USA, Germany, India and Japan. The results demonstrate that 90 percent of those interviewed preferred Zirconia jewelry set with the new SWAROVSKI ZIRCONIA Pure Brilliance Cut, even at a premium price.

Swarovski has a distinguished history of innovation and precision cutting of jewelry stones dating back to the company’s foundation in 1895. This more than a century of experience in precision cutting and polishing of stones has been extended beyond the company’s original crystal business to include genuine gemstones and created stones that are a constant source of creative inspiration to leading international designers.

SWAROVSKI GEMS™, Swarovski’s brand of genuine gemstones and created stones, offers a unique and balanced selection of genuine gemstones and created stones made from the purest raw materials. In keeping with the “poetry of precision” for which Swarovski products are famous, each one is crafted to satisfy the strictest standards for color, quality, size and shape. The result: a consistency and quality unlike any other brand on the market, alongside an unsurpassed creative vitality.

About Swarovski: In 1895, Daniel Swarovski I, a Bohemian inventor and visionary, moved to the village of Wattens, Tyrol in Austria, with his newly-invented machine for cutting and polishing crystal jewelry stones. From this beginning that revolutionized the fashion world, Swarovski has grown to be the world’s leading producer of precision-cut crystal for fashion, jewelry and more recently lighting, architecture and interiors. Today, the Swarovski group, still family-owned and run by 4th and 5th generation family members, has a global reach with some 24,800 employees, a presence in over 120 countries and a turnover in 2009 of 2.25 billion Euros. Swarovski comprises two major businesses, one producing and selling loose elements to the industry and the other creating design-driven finished products. Swarovski crystals have become an essential ingredient of international design. Since 1965 the company has also catered to the fine jewelry industry with precision-cut genuine gemstones and created stones. Showing the creativity that lies at the heart of the company, Swarovski’s own brand lines of accessories, jewelry and home décor items are sold through more than 1,800 retail outlets worldwide. The Swarovski Crystal Society has close to 350,000 members across the world, keen collectors of the celebrated crystal figurines. And in Wattens, Swarovski Crystal Worlds, the multi-media crystal museum, was opened in 1995 as a celebration of Swarovski’s universe of innovation and inspiration. The Swarovski group also includes Tyrolit®, manufacturing grinding tools, Swareflex, for road safety reflectors and Swarovski Optik, producing precision optical instruments.